Local Ad Data

To gauge your sales potential, track your market share, and grow your local media business, you need to know how your clients and prospects are spending their marketing budgets. Borrell's market data can be configured to cover the exact list of counties that defines your territory, from the online Compass Service to our Local Ad Spend Report (LA$R™) series for key vertical markets.

Make your sales and marketing more efficient.

Track spending by local and national businesses in 100 categories that are trying to reach consumers in your market with

Traditional Advertising (11 media)

Promotions Spending (16 channels)

Digital Advertising (6 formats)

Mobile Advertising (5 delivery methods)

"At the Dow Jones local media properties we are big fans of Borrell's Compass report and use it on a daily basis.

At the management level we use Compass to track market share, set budgets, prioritize categories of business to pursue and to determine what growing digital offerings we need to provide for our clients. We use the Compass as a tactical tool as well. We use the Compass data to get appointments with prospects, accelerate the sales dialogue around their budgets and frame the conversations around shifting media spending. It really positions us as experts to the local SMBs.

Borrell has always been available for training as we need, and provides regular user group training and impromptu training for new users."

Bigger than Advertising and Promotions combined.

US Businesses invest huge sums to support their digital presence. If you are thinking about offering "digital agency services" or have already started tapping into this critical component of SMB marketing, our Excel-based DSSR report will inform your budget and help you pinpoint the business categories you need to be pursuing to grow this part of your business.

What kinds of sites are advertisers using to reach your market?

This report shows you the share of online ad spending that is captured by websites operated by seven types of traditional media companies and by "pure-plays" ‒ sites that sell advertising but aren't affiliated with local media companies (the "dot-coms").

Canada Compass

The Canadian version of the Compass is similar in format and function to the U.K. Compass, although the list of business categories is slightly different. It, too, can be defined at the postal code level.

UK Compass

Borrell Associates has developed an Excel-based version of the Compass Service for markets in the U.K. It provides current and forecast (+5 years) advertising and promotions spending for 100 business categories that are slightly different from those used in the US version. Digital advertising is broken out by four ad formats.

Our "numbers" come from a model of marketing spending that has been under development – and in use by media companies – since the 1990s. Kip Cassino started combining data sources to produce models of market spending activity when he worked at Knight Ridder. When he predicted the imminent collapse of the classified advertising franchise he was rewarded for his foresight with a pink slip. He founded Ad Audit Services and sold his estimates to a variety of media companies.

When Ad Audit Services added Internet advertising to its estimates, Borrell Associates became its client – and very soon its largest client. In 2005 Borrell Associates purchased Ad Audit Services, and Kip became our Senior Vice President of Research.